The designer and the dress: There is something that makes so much sense about David Tlale taking on the bridal fashion market. Could it be his love of drama, luxury and opulence? Perhaps it is because David knows how make a woman look good

On a visit to David Tlale’s boutique store in Sandton at the Michelangelo Towers, many are delighted to find themselves surrounded by beauty in all forms;  rails of one-of-a-kind clothing, lush, dramatic wallpaper and mannequins dressed like they are headed to the Durban July are just some of the details you can expect to see. Evidence of David’s creativity and attention to detail is everywhere.

Although the David Tlale brand was launched in 2003, many people are unaware that David has been designing wedding gowns since he graduated in 1998.  He currently only makes between seven and eight wedding dresses a year, which not only means that his clients get highly personalised service, but they also get a dress guaranteed to be one in a million.

What to expect from a David Tlale design
When brides approach him for a dress, they should expect three things, says David: “An experience, luxury and glamour.”  What he offers is the complete package, he explains; brides receive make-up and hair advice and he even goes as far as to suggest shoes, accessories and suggestions for the bridesmaids’ dresses.  “We want to give a bride the full experience so she looks pretty on her day.” The best clients, he says, are those who understand the David Tlale brand. “There is nothing better than a bride coming in and saying ‘I’m your canvas, paint on me’.”

It’s not a secret that clients are particularly emotional when planning for their day, especially when it comes to the all-important wedding dress. “You end up playing the role of a therapist,” he says. “The importance of a calm bride in the creative process cannot be underestimated. When they freak out it switches you off; energy plays a very important role in getting a masterpiece.”

Commissioning a David Tlale gown
Clients call in for an appointment and then pay a consultation fee.  During the consultation they discuss the budget for the dress as well as their vision for the dress and David would typically make a sketch of their ideas. If the client is happy then a deposit is paid. “But don’t expect the sketch to be the dress, it’s only a guideline,” he warns. There is a long process between the sketch and the final product, including trail fittings and alterations. The entire process takes between two and three months.

Local designs versus imports
“As clichéd as it sounds, I’ve always thought that local is lekker,” says David. Supporting local products is a mission he has taken on as a designer. “With the big retailers you don’t get the experience and you miss out on seeing your dress come to life, not to mention that your dress is one of hundreds,” he says.

Bridal fashion trends
“Some things may change in fashion, like the silhouette, textures and embellishments,” he explains. What he is really excited about now is the use of colour in bridal gowns, especially black. His couture work seems to put him at an advantage.  “Because I don’t just do bridal, I do fashion as well; I follow trends.”

The goal of each dress, according to David, is to set its own trend. “Let me make you a dress that makes the next bride want to look like you.”

Crew
Photographer: Vernon Reed

Photographer’s assistant: Lee White

Makeup and Hair: Natasha Kruger using MAC

Model: Nelisa at Star Models

Shot on location at David Tlale Boutique, Michelangelo Towers, Sandton